Nowadays, the market competition is increasingly fierce, and the wireless router market is filled with smoke. In order to master the market situation of wireless routers, formulate better business strategies and launch new products for enterprises, it is necessary to investigate the wireless router market and form valuable data for enterprises.
(B) Research methods and time
This survey adopts typical survey method, and selects two regions that have influence on Shenzhen wireless router market: Baoan SEG Electronic City and Shenzhen Huaqiang North Electronic City. In the process of investigation, the methods of observation and inquiry are comprehensively used to obtain more useful information. Time: March 28th and 29th.
(3) Research purpose: To find the market entry point of new products and prepare for the research and development of new products.
(4) Investigation
(1) Overall situation of wireless router brands in Shenzhen: There are many brands, mainly including TP-LINK, D-LINK, Reko, TOTO-LINK, NETGEAR, Fiji, Tengda, Feiyu, Linksys, TP-com, Cisco, etc. The terminal brands are mainly Mercury, Swift and Tengda, while the mid-range brands are mainly Reko TP, Netware and D-LINK. There are many enterprise routers, such as Flying Fish and Cisco. The market share is TP33%, D-LINK 12%,
(2) Competitive characteristics of routers:
Characteristics of router consumption demand: In recent years, the number of home computers in Shenzhen has increased, and some small and medium-sized enterprises have expanded their requirements for the wireless router market because of wiring troubles. The price of routers has gone from thousands before to hundreds or even tens of yuan now. Ordinary consumers have higher and higher requirements for the quality of routers and lower and lower requirements for the price. High-end consumers have higher requirements for the stability and function of routers.
Characteristics of router sales channel: Generally, a brand has an agent in computer city, and then the agent distributes it to retailers in computer city. Generally, routers are sold in the computer city, and there are few specialty stores, all of which are mixed with digital products. Some of them are available in some brand computer specialty stores, so it is more convenient to sell routers when selling computers. In recent years, online stores have also begun to flourish. I asked some young consumers, who have a special liking for online shopping, and it is very convenient to compare various routers online.
Characteristics of router sales concept: major brands have different sales concepts, attracting customers with popularity and cost performance, such as TP and D-LINK. Attract customers with professionalism: for example, Feiyuxing focuses on controlling online behavior, and Reko focuses on preventing online access. The characteristics of router brand advertising strategy are: advertising has changed from traditional newspapers and magazines, outdoor advertising, radio and television to internet advertising. In Computer City, we rarely see advertisements for routers, but on some industry websites, major manufacturers such as Pacific Computer Network, Zhongguancun Online and bubble net have been promoting them one after another.
(3) Analysis of major competitors
The product line is mainly low-end users, and the main brands are: TP, Mercury, Fast, Tengda and so on. , speed 150m. TP- the most shipments, the main models are 740, 74 1, 840, 340, and the Mercury models are mostly 150, 300. The exterior packaging is mainly in cost-saving small box packaging.
Large circulation, moderate price, and some loyal customer groups. The product types are comprehensive, and the main brands are: D-LINK(635, 655 and 685 with USB interface, of which 685 supports offline download function) and Netgear (3500 and 3700 support USB interface and offline download function).
"Unknown, issued less, but the target users: such as: Belgin: for young people, the appearance is novel. There are four routers on sale, which have the same appearance and are divided into Lohas, Speedy, Imagination and Cool Play versions, all with USB interfaces, and the Cool Play version supports offline download function. For enterprise users: Feiyuxing, at present, 30 yuan is reduced on the basis of the lowest transaction price.
With mature technology and high popularity, for high-end users, such as Cisco and LINKSYS, the routers with USB interface in the market mainly include: D-Link 635 (listed in 2008, current price is 455) 655 (listed in 2008, current price is 688 yuan) 685 (listed in May 2009, current price is 1880 yuan) and NetWare. Current price1190) WNDR3700 (listed in February 2009, current price 1399 yuan), Feiyuxing VE982W (listed in September 2065438+00, current price 998 yuan), Belgin F7D430/kloc-0.
(4)JCG dealer analysis: Bao 'an dealer: Xinyuan Chuang Network mainly produces Reko, Feixun and JCG, and low-end Reko, Feixun and high-end JCG. According to the dealer, most people in Baoan are sensitive to price and want to buy cost-effective routers. It is also pointed out that 8 15 has no specific selling point compared with other products. It is also proposed that some users require one-click installation, which has certain requirements for background upgrade. Some dealers in Huaqiang North Seg, Xinhua Qiang, Cyberport and other electronic cities also rarely have routers with USB interfaces to distribute goods, mainly because the price is higher, and this functional product is generally purchased by enterprise users. Relatively speaking, D-LINK635 and 655, the flying fish star VE982W have more goods. Flying fish star VE982W has a large sales volume.
(5) Users: Most users in Baoan expect to buy products with high cost performance. Some users come to the computer city to buy computers by directly looking at a certain brand and then bargaining. Some users are not familiar with the router settings and do not know how to upgrade the router, so they have certain requirements for background upgrade. Consumption type in Shenzhen: 1 Consumers are sensitive to price and want to buy products with high cost performance. Type 2 consumers are not sensitive to price, but have high stability to routers. Class 3 consumers have higher requirements for router functions. Category 4 consumers are loyal to a certain brand of router.
Sales of routers in the market: TP-LINK accounts for the majority, TP740, TP 74 1, TP 840 accounts for the majority, followed by D-LINK: TP 600, TP 6 15 accounts for the majority. Low-end routers have a large market share, while high-end enterprise routers have less sales and high profits, mainly concentrated in Cisco and LINKSYS.
(5) SWOT analysis:
Opportunities and advantages for JCG to develop new products: A few enterprise users have a certain demand for routers with external print servers. There are few routers with USB interface supporting mobile storage in the market, and even fewer are bound with anti-virus software, which provides certain opportunities for products to enter the market. Threats and disadvantages of developing new products: consumers are somewhat resistant to pop-up dialog products. Product awareness is not high, and the cost of entering the market in the early stage is high.
(VI) Development status of routers in this enterprise: At present, the routers sold in the market are mainly 8 15, 8 16 and 9 16. The price system in Shenzhen Huaqiang North market is rather chaotic, with 8 15 ranging from 200 to 360. The overall quality of some retailers needs to be improved and they don't know enough about JCG products. It is necessary to popularize product knowledge to retailers and publicize small advertisements such as color pages, flags and banners to improve market competitiveness.
(seven) the new product should adopt the market strategy.
Competitor's marketing strategy: strengthen advertising before new products go on the market, provide consulting services for dealers, especially strengthen product knowledge publicity and education for retailers, pay close attention to market retail prices, stabilize product prices, and make a good positioning. Marketing strategy for consumers: carry out promotional activities to popularize router product knowledge to consumers and improve consumer awareness. Strengthen after-sales service and improve the quality image of the brand in the hearts of consumers. Provide free on-site installation service in urban areas.
Finishing: zhl20 1702